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6.
Facebook • Facebook (Global) figures and facts: – Average user has 130 friends on the site (Dunbar’s number = 150) – Average user sends 8 friend requests per month – Average user visits the site 40 times per month – Average user spends an 23 minutes (23:20 to be precise) on each visit – Average user spends an average 15 hours and 33 minutes on Facebook per month – 55% of social network users are connected to brands – 10,6 is the average number of brands followedSource: facebook.com, pingdom.com, http://www.kenburbary.com/2011/03/facebook-demographics-revisited-2011-statistics-2/Insites study – Social Media Around The World 2012; http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting

26.
Facebook Search• Don’t count too much on the search function – Impossible to predict • Results vary for any given search query • Relies heavily on connections, interactions on the page & how « close » the user is to each page – Relies on exact match • Tiny changes can have a high impact

32.
Facebook - Like• The Like button – Used to be the entry point to Facebook’s user base – Now everyone can join any discussion on a brand page • No (more) need to « like » the page first • Shift from focus to liking a brand to engaging with a brand – But a page with 12 likes just isn’t cool – So it sure is a good start!

34.
Facebook• Great idea, engage• But … and this is important! – People don’t come to Facebook to visit your page … – They see your posts in their news feed! – … or not. In 2007 a Facebook engineer said in an interview that only about 0,2% of eligible stories make it into a user’s newsfeed. That means your story is competing with 500 other stories! Ticker News Feed Top stories Most recent stories Advertising

35.
Facebook Ranking interactions (Edges) Affinity How connected are you to the edge? Is it your brother, a friend with whom you interact a lot … or a page you liked 2 years ago? Weight Example: comments are worth more than likes. Photos & videos have a higher weight than links. Time As a story gets older, it loses points

36.
Facebook• Tips to appear in the stream of your fans – Be interactive, fun and helpful (Fill in the blank: All i want for christmas is ___) – Embed videos – Ask questions (Yes/No « I brushed my teeth last night » when announcing a new toothbrush. Or « On a scale of 1 to 10, what do you think of …) – Share pictures – Create a connection between FB and the outside world (ex. sales reps) – Create contests – Introduce new products on FB first (click « like » if you’re excited about our new …) – Welcome new page visitors – Integrate social content (YouTube, Slideshare, …) – Like other businesses, partners, vendors, customers, …

37.
Facebook• Oh … and one more tip … – You could start collecting likes  – A like is considered as an « edge » – You can even give the like button the name of any other verb! • « own », « want », « sell », « read », « listened », « viewed », … – However, keep active, because as time goes by, the value of this like is fading away … fast Try to involve customers in what you do

38.
Facebook• And if you use a personal profile (not a company page) – Use the subscribe button (= follow) – Allow subscribers to see your public updates (even non friends) – To allow subscribers, go to www.facebook.com/about/subscribe – Subscribe button will appear on your page

39.
Facebook• And just to be clear … you cannot use user data without permission! – Impossible to get (authorised) data through the Facebook API from • Public profiles Crawling • Friends • Fan pages/likes

40.
Facebook Connect• You need to get beyound likes – Facebook Connect – Possible to request user permission for their data and collect information • The data you’ll get depends on the permission you ask for

56.
Facebook Engagement Score• www.page-karma.com• Engagement score – Av. nr of posts/day in the last 30 days x – Av. nr of likes/day on posts published in the last 30 days – Av. nr of comments/day on posts published in the last 30 days

57.
Facebook• Overview – Company page – Search (to find fanpage?) – Targeted advertising & sponsored stories to drive traffc – Like – an entry point to start a conversation – Facebook connect – an entry point to social CRM – Insights to optimise your social efforts based on metrics

71.
Linkedin Notifications 05/09/2012 : Launching today is the new notifications feature, which will keep you notified in real-time when someone likes what you’ve shared on LinkedIn, views your profile, accepts your invitation, and much more.

91.
Evolution of CRM• Traditional CRM – Manage a one to one relationship – Between consumer /customer and company – System designed inside out (company need in mind: reports, analytics) – Unsatisfied customer complains to 10 people

92.
Evolution of CRM• But now … – Consumers talk (more) to each other … about companies – Unsatisfied consumer can complain to millions of people• Social CRM – Don’t be afraid, don’t avoid social … you’re consumers are already out there! – Reach out to the social web (listen & learn) – Build your own social presence & start a dialogue with relevant content (Plan & create) – Enage & collaborate; involve customers – Connect the dots; link social to your other channels and your CRM system – Analyze & optimize

99.
Plan & Create• Convince the board – Make sure they understand social • Show them a « did you know » video • Find « influencers » within senior management – Show what you learned in the listen & identify phase • Regular concern that using social media opens up company to negative publicity … but people talk anyway … it’s better to be there to allow damage control • Draw attention to competitors activities – Be patient!

100.
Plan & CreateIf you’re listening, you’ll know what to create• Create a strategic and tactical plan – How does it all fit with your organization internally and your greater business goals? • Increased reach, engagement with customers, market research, enhanced customer service, … – Choose a limited number of platforms that you can manage well. • Be active on important networks (for your audience) • Be present on the other ones – Create a playbook of best practices for all members of the organization & assign responsibilities – Create an editorial calendar of content (look at what you already have) • What will you do/share, timeline, who, check your tech, … – Determine KPI’s! • Branded mentions, shares, interactions, …

101.
Engage & Collaborate• Make your content visual, interactive and engaging! – Include photos, videos, tags, links, … – Be yourself – Be open and honest – Be professional – Think before hitting the send button – It’s about listening, contributing and responding – React in real-time (no time to check with execs) – Know when to apologize – Help people – Offer value!